Marketing Communications in Nonbusiness Situations or why its so Hard to Sell Brotherhood like Soap

Task complexity and contingent processing in decision making: An information search and protocol analysis

1976 • 2,004 citations

Beliefs, Attitudes, and Values.

1969 • 1,896 citations

The People's Choice

1945 • 1,809 citations

The Responsible Electorate

1966 • 1,597 citations

The Impact of Television Advertising: Learning Without Involvement

1965 • 1,485 citations

Beliefs Attitudes and Human Affairs

1970 • 806 citations

Marketing Decision Making: A Model Building Approach

1971 • 539 citations

Elections and The Political Order.

1967 • 438 citations

Attitude, ego-involvement, and change

1967 • 387 citations

Merchandising Commodities and Citizenship on Television

1951 • 315 citations

Attitude and Attitude Change

1966 • 312 citations

Elections and The Political Order.

1967 • 284 citations

Attitude research plays for high stakes

1979 • 270 citations

Ego-involvement, discrepancy, source credibility, and attitude change.

1970 • 196 citations

Introduction to modern behaviorism

1970 • 168 citations

Some Reasons Why Information Campaigns Can Succeed

1973 • 166 citations

Warning, personal involvement, and attitude change.

1968 • 156 citations

The Consciousness Industry: On Literature, Politics, and the Media

1974 • 126 citations

Political Advertising: A Neglected Policy Issue in Marketing

1978 • 116 citations

Differential Involvement With Products and Issues: an Exploratory Study

1971 • 114 citations

THE EFFECTS OF A TOKEN REINFORCEMENT PROCEDURE ON BUS RIDERSHIP¹

1974 • 104 citations

Product Involvement and Pertinent Advertising Appeals

1974 • 100 citations

The Effect of Individual and Situation-Related Factors on Consumer Selection of Judgmental Models

1976 • 99 citations

Effects of ego-involvement conditions on attitude change to high and low credibility communicators.

1969 • 89 citations

The Effect of Expenditure on Political Success

1975 • 87 citations

POSITIVE REINFORCEMENT OF LITTER REMOVAL IN THE NATURAL ENVIRONMENT¹,²

1973 • 84 citations

REINFORCEMENT AND RATE OF LITTER DEPOSITING¹

1973 • 77 citations

Involvement and Political Advertising Effect

1974 • 68 citations

A Test of Positive Reinforcement of Customers

1976 • 42 citations

Television and the Less-Interested Voter: The Costs of an Informed Electorate

1976 • 27 citations

A Test of Positive Reinforcement of Customers

1976 • 24 citations

Television and Politics; Its Uses and Influence

1969 • 13 citations

Attitude change, commitment, and ego involvement.

1971 • 13 citations